Houston’s event and hospitality leaders gathered on January 28, 2026 for Soccer Summit #2, a focused industry conversation centered on preparing the city for “Soccer Summer 2026.” Hosted by T•E•A•M HOUSTON, the summit welcomed professionals from the hospitality, transportation, tourism, and sports sectors to explore how Houston businesses can strategically plan for the global spotlight that will accompany the 2026 FIFA World Cup.
With Houston named as one of the tournament’s host cities, panelists made it clear that preparation must begin well in advance of kickoff. Among the featured experts was Juliana Wathen, owner of Cosmo Cool Concepts, who joined fellow industry leaders in sharing practical guidance on producing high-impact soccer watch events. Discussion topics ranged from public safety considerations to overall venue design, creative global menu design, interactive activations, sponsor integration, and transportation coordination. The panel emphasized that successful activations—whether intimate restaurant watch parties or large-scale public viewing experiences—will depend on thoughtful logistics paired with compelling, immersive design.
Marketing strategy was another key focus of Soccer Summit #2. Experts encouraged businesses to begin crafting cohesive branding now, align messaging across digital and on-site platforms, and build partnerships that enhance authenticity and reach. Clear communication, cultural awareness, and strong vendor relationships were cited as essential components of delivering seamless guest experiences for both international visitors and local fans.
As Houston prepares to welcome the world in 2026, the message from Soccer Summit #2 was unified: collaboration, creativity, and early planning will define a successful tournament season. Through events like this, T•E•A•M HOUSTON and the city’s leading planners are helping ensure Houston is ready to shine on the global stage.
The next T•E•A•M HOUSTON event, Soccer Summit #3, will be held on February 25 at 801 Travis, 17th Floor, The Majestic at 6:00 PM. Learn more and register at: